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Not all media are created equal – targeting the right media – targeted PR

Not all media are created equal - targeting the right media - targeted PR

Targeting the right media takes special skill.

They say that there’s no such thing as bad publicity. It’s exposure in front of people in any case. Right?

But it can also be true that even good publicity in the right media may not be worth very much in the way of immediate direct sales.

When was the last time you read a newspaper article and ran and grabbed your credit card and the phone?

When was the last time you watched a TV interview or a commercial and felt compelled to buy the product or service featured?

Then again when was the last time you read a post to a blog or a forum or an ezine describing a solution or a tip and found it so good that you went to the web site and contacted the owner, or bought a service or product site unseen?

The point here is that the context of the message and the medium are both important.

The right message has to be in the right media and your audience also has to be in the right state of mind to be receptive and even open to taking action.

You target your media by asking what do my customers read, watch or listen to, especially when they are in the mood to hear and act on information related to what you are offering.

This leads you to the right media.

The right media could be prime media: newspapers, magazines, radio, TV, news services or syndicates.

Prime media are still one of the most powerful and trusted media for the masses. Each media is a business that makes its income from paying subscribers and from advertisers who also invest money in advertising because of the number of subscribers.

The right media can also be online: blogs, Internet online media web sites, articles sites, forums, ezines, mailing lists, discussion groups, and social media and networking sites.

The right media is media where enough of the people who see the message take the action you want them to take.

There is no way to know for sure which ones will produce fruit until you place your message out there and see what happens.

You find them where you find them.

What is a News Release? Really!

What is a News Release? Really!

So much confusion over this simple question. Here’s my definition of a news release:

A written proposal:

– containing a request for media coverage

– and/or an offer to provide media the content needed to achieve that end.

A news release is either sent directly to media decision makers directly (e.g., by fax, email, street mail, etc.) or placed where they can find it and use it (as when it is posted to a news search engine using a news release distribution service).

A news release is not an advertisement. You do not pay for coverage and do not control what the media says. It is a document that persuades media to give you media coverage. Your degree of success is often based on how much of what you give them to do their job is actually used.

You must provide media with information that matches what they are accustomed to publishing (or producing). Usually this means the content must be news, education or entertainment, or opinion or commentary.

If you have a different objective, then perhaps you should not be thinking what you are writing or need to write is a news release at all.

It’s OK to have a different objective. There are other types of marcom (marketing communications) you can choose to achieve a goal. It also means your target audience is not likely to be media people. You will need a different targeted list of people to match your objective.

But if publicity in media is what you want, you write a news release.

Social media news releases – just another tool for publicity outreach

Social media news releases - just another tool for publicity outreach

Interesting post over at PR Squared titled The Dual Future of the News Release

I don’t believe that social media news releases are all that earthshaking or special or that it will replace every other MarCom method out there. I view SM news releases as another tool in the arsenal that represents yet another choice in how we reach out and communicate with people.

I still see that prime media matters a lot to clients. They want results and if SM can help produce results that’s fine. It’s the results that matter to clients. How you get them and the ROI you produce is what matters to clients.

To me, the SM news release is just the newest technology with specialized format requirements to come along. The technology you use is a factor because it influences the format of your message.

But it’s secondary to learning and proving that the words you place in that MarCom format are indeed words that will produce the action you want whether it be sales, attendance at an event, donations, name recognition, or political action.

Just because you use SM as a way to transmit the message won’t help you if what you place in the SM news release is boring, text heavy, laden with hype or simply is commercial advertising.

The biggest challenge is to figure out what you can say and do to really turn people on in the first place.

That’s what I focus on when i work with clients. That’s because unless you say something or write something that will turn people on, nothing you do with your message will matter.

My belief is that the technology doesn’t matter at all until you learn how to talk so people will listen and act. That’s true even no matter what people read, watch or listen to.

We live in a world where most people have serious attention deficit disorders most of the time. They are under so much stress it takes extraordinary communications skill to communicate meaningfully.

It even more critical when people base their decisions on snippets, slices, blinks and tweets.

Of course, once you do create galvanizing messages, then you can use all the conventional news release, online Internet and SM technologies as a force multiplier to spread the message and duplicate the action you get.